MKTG45601 /MKTG45621 Strategic Global Marketing Assignment Brief 2026 | NTU

MKTG45601 /MKTG45621 Assignment Brief

Assessment Task

This assessment requires you to apply concepts from the module to design a strategic foreign market expansion plan for a company’s branded consumer product. You are required to complete an individual 4,000-word report, which accounts for 100% of the module grade.

Scenario

You are the Marketing Manager of a consumer brand. The Board has asked you to develop a strategic international market expansion plan as part of the company’s long-term growth agenda. The Board is particularly keen to ensure that any proposed expansion delivers not only commercial value but also measurable social impact through alignment with one of the UN Sustainable Development Goals (SDG 5 – Gender Equality, SDG 10 – Reduced Inequalities, or SDG 12 – Responsible Consumption and Production).

For this assignment, you must select a branded consumer product from any country and propose its launch into a foreign market of your choice. You may assume that the chosen branded product is not currently sold in the target country, even if it exists elsewhere in the world. To ensure a focused and academically robust analysis, brands used in module workshops—such as Gymshark and its products—are not permitted, and you must also avoid large global sportswear and fitness brands such as Nike, Adidas, Lululemon, Puma, or similar. Your selected product must belong to a company you can research through credible secondary sources.

Your analysis must demonstrate critical evaluation, strategic judgement, and application of concepts covered in the module. Reports will be assessed on originality, quality of argument, use of evidence from NTU Library databases, and the integration of theory and practice. Generic or AI-generated content that lacks critical evaluation, originality, or evidence of engagement with module resources will not meet assessment criteria.

Specifically, your report should:

• Critically analyse the external environment of at least three potential markets using established frameworks.
• Employ a country attractiveness comparison framework to evaluate and compare market options.
• Define clear international marketing objectives, entry strategy, and positioning, supported by an appropriate STP approach.
• Develop an integrated marketing strategy that explicitly addresses cultural adaptation, sustainability

(aligned with one of the UN SDGs 5, 10, or 12), and the balance between standardisation and localisation.

• Propose monitoring and evaluation mechanisms (KPIs, controls, feedback loops) for strategy implementation.
• Include a critical reflection section (20% of the final grade), demonstrating engagement with module content and formative assignments. Reflection should discuss how module concepts, workshops, and formative activities (Assignments 1 and 2), as well as NTU library database use, informed your analysis and shaped your strategic thinking.

A minimum of 30 appropriate references must be incorporated, combining peer-reviewed journal articles and practitioner reports accessible via NTU Library databases (e.g., Passport, Mintel, MarketLine, Statista, CIA World Factbook). Supporting graphics, tables, and figures drawn from these sources are strongly encouraged and will attract higher marks. Foundational theories may be cited (e.g., Hofstede, 1980; Hall, 1976; Ghemawat, 2001), but they must be supported with contemporary extensions or critiques (2021–2026).

Recommended Report structure and content

Your analysis should address the following areas in a logical and coherent report structure. The headings below are suggested only and not mandatory. You are encouraged to structure your report in a way that best demonstrates your critical analysis and strategic evaluation.

Suggested Report Outline (4000 words)

1. Executive Summary (≈200 words)

Concise overview of the company’s consumer branded product, the international expansion objective, the analytical process, the chosen market, and the recommended strategy.

2. Introduction (≈200 words)

Introduce the selected company’s product (not already a module case). Explain the rationale for internationalisation and outline the report’s structure.

3. External Environment Analysis and Market Selection (≈1,200 words)

Analyse at least three potential foreign markets using recognised frameworks. Apply a country attractiveness comparison framework to evaluate options and conclude with a justified choice of the most viable market.

4. Internal Strategic Capabilities and Sustainability Assessment (≈400 words)

Assess the company’s resources, competencies, and limitations in relation to the chosen product. Include sustainability practices and readiness for international expansion.

5. Market Entry Strategy (≈300 words)

Recommend and justify the preferred entry mode (e.g., joint venture, franchising, wholly owned subsidiary).

Discuss risks and propose mitigation strategies.

6. International Marketing Strategy (Objectives, Positioning, and STP) (≈1,000 words)

Set clear marketing objectives. Develop positioning for the target market. Present an integrated strategy covering segmentation, targeting, positioning (STP), and the marketing mix. Discuss adaptation versus standardisation, addressing cultural differences and sustainability in line with SDG 5, 10, or 12.

7. Monitoring, Evaluation, and Control (≈200 words)

Outline KPIs, control mechanisms, and feedback processes to guide implementation.

8. Conclusion and Critical Reflection (≈700 words)

Summarise key insights and recommendations. Provide a critical reflection on the learning process, linking to lectures, workshops, and formative assignments (1 and 2). Reflect on skills gained in analysis, cultural awareness, sustainability integration, and evidence-based decision-making, showing how theory was applied in practice.

9. References

Include at least 30 references from NTU Library databases (e.g., Mintel, MarketLine, Statista). Use a mix of practitioner reports and peer-reviewed journal articles. Foundational theories (Hofstede, 1980; Hofstede, Hofstede & Minkov, 2010; Hall, 1976; Ghemawat, 2001) may be cited only when paired with contemporary critiques or updates (2021–2025). Supporting visuals from these sources are strongly encouraged.

Academic Integrity, Research Expectations, and Critical Thinking 

This assessment requires your independent analysis and evaluation. You should:

• Demonstrate originality and critical thinking in applying concepts to your chosen organisational context
• Integrate module readings, seminar discussions, and your own research to justify strategic choices
• Avoid generic descriptions of frameworks; instead evaluate their relevance and application
• Reflect your personal learning and insight development in your final reflection

Use of AI tools:

You may use NTU-licensed Microsoft Copilot and similar tools for support tasks such as formatting, structuring ideas, or creating visual aids (e.g., diagrams, infographics). They must not be used to generate written content, analysis, or references. All critical thinking, argument, and evaluation must be your own.

Any use of GenAI for permitted purposes must be acknowledged in your report (e.g., in a caption, footnote, or reflection).

Research expectations

It is highly recommended that you use credible sources such as  Mintel, MarketLine, and Statista, review articles, accessible via NTU Library OneSearch, to critically support your strategic ideas and recommendations with robust market and industry data.

Learning Outcomes Assessed

Knowledge and Understanding

By the end of this module, you should be able to:

1. Demonstrate a critical understanding of strategy and the importance of strategic marketing in a changing global environment
2. Identify and critically evaluate the impact of the global environment on an organisation’s current and future strategic marketing
3. Demonstrate an appreciation of a range of sustainability issues and a critical understanding of the need for an organisation to align its mission, values and responses to the corporate social responsibility agenda to its resources and capabilities Organisation
4. Critically analyse the practice of strategic marketing in different organisational contexts

Skills, Qualities and Attributes

1. After studying this module you should be able to:
2. Confidently analyse the strategic position of an organisation by applying relevant information to theories and conceptual frameworks from the areas of strategy and strategic marketing
3. Select and justify an appropriate marketing strategy for organisations in a range of business contexts
4. Identify and explain the potential impact of the changing global environment on an organisation’s strategic marketing
5. Communicate key issues and arguments in an appropriate and convincing academic style

How does this assessment relate to future employment?

This assessment is designed to help you develop skills that are highly relevant to a range of careers, including international marketing, brand management, consultancy, and strategic planning.

By completing this assignment, you will:

• Engage in market evaluation, competitor analysis, and strategic decision-making
• Gain practical experience in applying theoretical models to real-world business challenges
• Critically assess global markets to select appropriate entry strategies and develop culturally responsive marketing plans, mirroring the tasks professionals undertake in multinational corporations, agencies, and start-ups expanding internationally

In addition to building your marketing knowledge, this assignment develops your ability to:

• Think analytically and demonstrate commercial awareness
• Apply cross-cultural understanding and integrate sustainability considerations into strategic decisions
• Justify your recommendations using data, frameworks, and strategic reasoning

Overall, this assessment prepares you to enter the workforce with the confidence and competence to make informed marketing decisions in an international context.

Word count

The report is not to exceed 4000 words (Not +/- 10%).

The purpose of the word count is to support your writing development by encouraging a focus on clarity and conciseness, provide experience of writing to a specified word limit, which is common practice in professional and research environments, and support equity in grading work from different individuals.

You are required to include the word count on the NBS Coursework Front Cover (available on the NOW module learning room) for all of your coursework, as an accurate statement of the words used. If you are found to have exceeded the word count in order to gain an unfair advantage, then your tutor can adjust your grade downwards depending on the amount of additional work submitted.

If the additional work is up to 500 words over the maximum, the overall grade for the piece of work will be reduced by one grade point (e.g., Commendation-Mid to Commendation-Low).

If the additional work exceeds 500 words, the overall grade for the piece of work will be reduced by three grade points (e.g., Commendation-Mid to Pass-Mid).

These penalties will be applied even if the reduced grade falls below a pass. You are therefore advised to submit work as close to the maximum word count as practical, to enable you to demonstrate achievement of all learning outcomes without incurring penalties.

Style, structure and presentation

The report should be a formal business report with a Table of Contents, Executive Summary, all other sections (as relevant) and ending with a concluding section . Include list of references and any appendices at the end (numbered and with a title). Headings to be numbered throughout. The main body should be clearly sub-headed with logical linking between paragraphs and section and conclusions which draw upon the evidence and reflections presented and summarises the main arguments. Critical reflection must be reflective and critical, not diarised or superficial, and where necessary include evidence.

Your report must be written in clear, professional academic English and structured logically with appropriate headings. Use NTU Harvard referencing consistently and accurately. Supporting tables, charts, and figures should be clearly labelled, integrated into the analysis, and drawn from credible sources. Avoid relying exclusively on a single framework; instead, combine and critically evaluate multiple tools where appropriate. The report should demonstrate originality, critical insight, and professional presentation throughout.

Diagrams and figures can be included in the text if applicable or as appendices. If graphics or tabular representations are included, they should be clear to the reader. This includes providing appropriate axis, titles, colour-coding of data, legends where necessary, and integrating them using an appropriate systematic labelling system, Figure numbers and titles for graphical and Table numbers and titles for tabular data. Do not use the same analysis tool continuously throughout your report.

Ensure that it is appropriate for the type of data employed. Don’t use statistical tests without explaining why you are using them and why they are relevant here.

Present your work in a way which would be suitable for the chosen organisation. Your report should be clear, easy to understand, no typos/grammar/spelling mistakes, and, present information in the most appropriate way.

Style guidelines:

• Use 1.5 line spacing for the body of the report.
• The Reference List is single-spaced. Left aligned text is also easier to read.
• Use a business-like font like Times New Roman, Verdana, Arial or Helvetica, size 12.
• Number each of your pages, and include your student number in the footer of the page.
• Use the automatic table for contents available in Word.

If English is not your first language, we strongly recommend that you spend time proofreading your work and book an appointment with the Academic English team or NTU Library. This will help to ensure that you do not lose marks through unclear or poorly expressed language, and will present a more polished, professional look to your work.

Academic Integrity and Referencing

To demonstrate academic integrity, you are expected to use Harvard Referencing style to correctly acknowledge the sources that you have included or quoted from within your work. See the NTU Harvard Referencing Guide for full guidance. It is important that you do not copy sentences or paragraphs from any source, including previous student assessments that may have been shared with you, and paste these into your work as if they were your own words. At least 15 references would suffice but you are expected to go beyond this to show evidence of in-depth coverage of the research topic. All assignments will be processed through Turnitin similarity testing software and all cases of suspected plagiarism and/or suspected commissioning will be investigated thoroughly in accordance with NTU’s Academic Integrity policy. You are advised to submit your work to the draft Turnitin Dropbox folder to check the Turnitin similarity report for your work prior to submission.

Further guidance is available on the Plagiarism and Academic Integrity at NTU NOW learning room.

You must declare on the NBS Coursework Front Cover (available from your module NOW Learning Room) if you have used Generative Artificial Intelligence (GenAI) to support the development of your assessment. Further guidance on accepted uses of GenAI are available on your module NOW learning room.

Assessment Support

To prepare for the final report, you will complete two formative group presentations during the module. These tasks are not graded but are designed to develop the analytical, strategic, and research skills needed for the assessment.

Formative Assessment 1 – Environmental Analysis Presentation

In groups, you will compare three international markets to evaluate their suitability for expansion. The task focuses on analysing external and internal factors and identifying opportunities and challenges. You will present a market recommendation based on your findings, with explicit consideration of cultural and sustainability factors.

Formative Assessment 2 – Foreign Market Entry Strategy Presentation

This presentation builds on the first by requiring groups to propose a high-level international marketing strategy for the selected market. It should include target audience considerations, evaluation of entry strategy options, positioning decisions, and discussion of adaptation versus standardisation.

Workshop Support: Using NTU Library Databases

Dedicated seminar sessions will guide you in accessing and critically applying evidence from NTU Library databases (e.g., Mintel, MarketLine, Statista). These sessions will help you identify, evaluate, and integrate practitioner reports and peer-reviewed research into your analysis, ensuring the credibility and robustness of your evidence base.

For both formative presentations:

• Each group will deliver a 10-minute presentation during a workshop session.
• You will receive feedback from your tutor and peers to support your development ahead of the final submission.

Further guidance and resources will be made available in the NOW Learning Room.

Submitting Your Work

Deadlines are important and must be strictly adhered to. You must submit assignments on or before the due date indicated by the module leader(s). Submitting your work after the due date/time will be considered a latesubmission and the late submission penalties will be applied in line with the NTU Quality Handbook Common Assessment Regulations (unless you have been granted an extension via a Notification of Exceptional Circumstance application).

All coursework is to be submitted electronically in NOW using the Dropbox facility within each of your module learning rooms. There is NO requirement to submit a paper copy. Please submit written work in PDF Format.

For each assignment you will be provided with a separate folder within your learning room Dropbox which will normally be open for electronic submission of your coursework until 11pm on the day of submission. When you make a submission to a Dropbox folder you will receive notification within NOW of your submission and also an email. Please ensure you keep these emails. Technical problems are rare but should you be prevented from submitting and miss the deadline due to such circumstances, then you should submit your coursework as soon as you are able and email a description of the problem to your tutor (if possible include a screenshot of the issue).

To help you manage your submissions within NOW, you can enable a Dropbox instant notification to alert you to when the Dropbox folder end date is 48 hours away (in NOW select ‘Preferences’ and tick the relevant check box for the Dropbox). The electronic copy must be submitted to the NOW Dropbox as a PDF document by 18/01/2026 by 11:00 pm.

Ensure your work is backed up on at least two safe data storage mechanisms. IT failures (dropped iPads, corrupted file, etc.) cannot be accepted as a reason for non-submission.

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Grading Matrix

This rubric sets out the benchmark expectations for the assessment. Student work will be evaluated on its demonstration of critical engagement with theory and evidence, the coherence and feasibility of strategic recommendations, and the depth of personal reflection. At all levels, originality is expected — whether through the interpretation of theory, the integration of practitioner data, or the application of insights to professional development. Higher grades will be awarded for work that goes beyond description, showing independent judgement, critical synthesis, and well-evidenced arguments supported by both academic literature and practitioner sources. Sustainability must be explicitly addressed in relation to a United Nations Sustainable Development agenda.

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